Video is Primary

When was the last time you searched for a YouTube video to show you how to cook or fix something?  The art and science of informative videos are leaping forward – and the tools for creation and consumption are quite literally in every person’s hands.  Videos can now be dynamically segmented, searched and indexed, as well as annotated interactively by comments and tweets, in both synchronous and asynchronous modes. - David Vogt

Video is the king of all formats. If we think of marketing as educating a particular audience so that they can one day initiate the purchasing process, then I believe one way we can think of teaching is as educating a particular audience so that they can one day initiate their own learning process – because the day will come when the teacher, the person in the classroom, becomes a memory.

Video is king of all formats because of its ability to be transposed to different formats to increase reach and personalisation of content delivery. We can transcribe a video into a blog post, rip the audio and turn it into a podcast, or cut out clips that we know are engaging to repurpose on other media platforms. Videos can be paused, rewound, translated thus giving the audience ownership over the media consumption process.

Videos are presented as a way for one to many communication, but reality is that most people watch videos alone – meaning video is actually one-to-one communication in the mind of the viewer. Most importantly, uploaded videos can be evergreen and still relevant years later. The additional audio-visual stimulation for better attention retention is just the icing on the cake.